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CHAPTER TWENTY
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interactive (Watch Point Media is also exploring hypervideo technologies; Veon was purchased by Philips in June of 2001) The paradigm shift here is that producers can look at the hypervideo as an interactive video fabric rather than television programming supporting data overlays INDIVIDUALIZED TV MULTIPLE CAMERA ANGLES Used by ACTV to describe one of their proprietary ITV solutions for multicamera digital video switching, the term Individualized TV more commonly known as multiple camera angle switching is a technology that allows the viewer to choose from four or even five presented streaming video choices In the case of sports and live events, the viewer can select from multiple camera views In the case of targeted advertising or specially designed content, the viewer can select from four commercials, which the software in the box then remembers ACTV formed a subsidiary called Digital ADCO to manage this software and business opportunity Although NDS, a company owned by News Corp, does not use the term individualized TV to describe their software solution, it also offers multiple camera viewing technologies in a product called XTV ACTV is currently testing in trial and will most likely deploy its product with AT&T Broadband in the future NDS has made many deals with companies around the world (their biggest being BSkyB in the United States); Microsoft is also a big investor SYNCHRONIZED TV Synchronized TV, essentially an Internet application that receives HTML data broadcasts synchronized with television programming, has, of late, become a hot area of growth Why Interactive syncTV apps can easily be downloaded over a Web site Once the relevant TV show comes on, viewers can chat in real time about the characters or topics, read factoids, click on E-commerce links provided by advertisers, play along with game contestants, and so on Essentially, anything one can do in an Internet environment, one can do in a syncTV app while the show is on When broadband ITV platforms are available
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INTERACTIVE ENHANCED TELEVISION
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with Internet access over TV, syncTV apps will be available over that one screen display Companies playing in this space include ACTV s HyperTV subsidiary with Liberty Media s Liberty Livewire, Spiderdance, and ABC Many shows are getting this treatment History IQ from Spiderdance, for The History Channel, a multiple choice game show; webRIOT, on MTV, also from Spiderdance; Cyberbond broadcasting on TBS; and even the movie, The Sixth Sense as it broadcasts on Starz Encore, the movie packager VIDEO-ON-DEMAND Sure to become one of the most popular ITV solutions, videoon-demand (VOD) provides viewers with access to movies when they want them and a robust billing backend A more advanced version of what the industry calls Near Video-onDemand (NVOD or Pay-Per-View), VOD is enabled by digital video servers from companies such as DIVA, C-Cube, nCUBE, Concurrent, SeaChange, and several others Cable operators are especially interested in buying these servers Complete services such as DIVA and Intertainer, have partnered with Hollywood content providers provide an end-to-end solution Some cable companies like the idea of outsourcing that service without troubling themselves with licensing issues Others that want a greater share of T-commerce revenues, are setting up their own VOD service within the walled-garden Table 20-2 is a chart of various ITV solutions THE ISSUE
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PRIVACY
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ITV presents new opportunities and risks for the producer and viewer, respectively, concerning the matter of privacy now that middleware, servers, and databases can be linked in a common digital environment For example, it is easy to combine the data tracked from viewing habits (of an individual or members of an entire household) with the data collected from interactive clicks and T-commerce selections This kind of data is very valuable, and advertisers are salivating at the potential Is this what is actually driving development and investment That is
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TABLE 20-2
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